Helal, Guida; Ozuem, Wilson; Lancaster, Geoff - In: International Journal of Retail & Distribution Management 46 (2018) 10, pp. 977-998
Purpose: A phenomenon that has revolutionized society is the technological millennial approach to communication. Social media has matured into a prime channel for regular interactions and development of brand–customer relationships that enrich a social identity. The purpose of this paper is...